Paddling Survey Report 2010

Transcription

1 Paddling Survey Report 2010

2 Management Summary Methodology An online survey carried out between 4 th March and 13 th November 2009 with users of the websites canoeni.com and cani.org.uk. The analysis is based on a sample of 478 respondents Respondent s Profile Respondents tend to be: male (73%) in the younger age groups (over 50% between 26-45) over half of the sample was Northern Irish, the other half was mainly from the rest of the UK (26%) or from the Republic of Ireland (17%). Paddling Trip Out of State Paddlers (Outside Northern Ireland) Northern Irish Paddlers 37% take short breaks Length of trip 40% holidays 73% take day trips Day trip Short Average break Spend Holiday 342 N/A 36% paddle with Friends Companion 22% with Family members Type of paddling preferred Most Used Paddling Locations Level of Satisfaction with canoeing in NI Future Paddling Plans 35% paddle with Friends 19% with canoe club 1. Flat water 2. White water 3. Surf 1. Flat Water 2. Sea 3. White Water Flat Water/CAAN Canoe Trails: Lough Erne, Lower Bann White Water: Upper Bann, River Blackwater Sea: Belfast Lough, Strangford to Newcastle Surf: White Rocks, Port Ballintrae On a 1-5 scale, where 1=poor 5= excellent 3.7 = good 99% of respondents plan to paddle once more in Northern Ireland 41% plan to paddle on flat water, 27% on sea 2

3 CAAN Canoe Trails Most popular trails are Lough Erne and Lower Bann All trails are mostly used for day trips, except Lough Erne (approx. 50% stays over night) Since the development of the trails o nearly 50% said they visit the area more often as a result of the trail o 85% said that it enhanced their experience of the area o 63% used the official Canoe Trail Guides o 91% are keen to use the trail again CANI Members 22% of all respondents from Northern Ireland were either member of CANI or a CANI Club Three-quarters are male 44% are between years of age Members suggest that CANI should make most improvements on Courses and Information. 81% of members were aware of the CANI website Paddling Information The main source of paddling information is the internet Most popular websites are canoeni.com, discovernorthernireland.com and cani.org.uk Word of Mouth is the second most important source for paddling information The official Canoe Trail Guides and Canoe Brochure are also well used 3

4 Table of Contents INTRODUCTION 6 Background 6 Objectives 6 Methodology 7 PROFILE OF RESPONDENTS 8 PADDLING TRIP AND EXPERIENCE 9 Purpose of Visit to Northern Ireland by Out of State Visitors 9 Length and frequency of paddling trips 10 Expenditure on a paddling trip 12 Companion on paddling trip 15 Paddling Experience in Northern Ireland 15 Where paddling takes place 17 Northern Ireland as a canoeing destination 19 Future Paddling Plans 21 CAAN CANOE TRAILS 23 THE CANOE ASSOCIATION - CANI 28 PADDLING INFORMATION 32 NEXT STEPS 36 APPENDIX 1 - SURVEY AND RESULTS 37 APPENDIX 2 DETAILED RESULTS ON PADDLING LOCATIONS 46 4

5 Figures and Tables Paddling Survey Report 2010 Figure 1 - Profile of Respondents Gender and Age 8 Figure 2 Place of residence of Respondents 8 Figure 3 Main Purpose to visit Northern Ireland 9 Figure 4 Number of nights spent in Northern Ireland 10 Figure 5 Paddling trip Day Trip or Short Break 11 Figure 6 Number of paddling day trips taken in a year 11 Figure 7 Number of paddling short breaks taken in a year 12 Figure 8 Money spent whilst in Northern Ireland 13 Figure 9 Average money spent on a day trip 14 Figure 10 Average money spent on a short break 14 Figure 11 Company on paddling trip 15 Figure 12 Type of paddling out of state respondents participated in whilst in Northern Ireland 16 Figure 13 Type of paddling respondents from Northern Ireland participated in 16 Figure 14 Map of Northern Ireland with paddling locations, where the width of the lines show the level of usage. 17 Figure 15 Evaluation of canoeing aspects in Northern Ireland 20 Figure 16 Future paddling in Northern Ireland 21 Figure 17 Type of paddling planned 22 Figure 18 Frequency in using the canoe trails 23 Figure 19 Length of time spent on the canoe trails 24 Figure 20 Change in frequency of visiting the area due development of trails 25 Figure 21 Enhanced experienced of the area due development of trails 25 Figure 22 Use of the official canoe trail guides 26 Figure 23 Eagerness to use the canoe trails again 26 Figure 24 Member of CANI 28 Figure 25 Member of a CANI Club 29 Figure 26 Profile of CANI members or CANI Club members 29 Figure 27 Improvement CANI could implement for it s members 30 Figure 28 Awareness of CANI s website, cani.org.uk 31 Figure 29 Sources of information used to plan paddling trip in Northern Ireland 33 Figure 30 First encounter with the canoeni.com website 34 Figure 31 In possession of canoeing brochure 35 Figure 32 Information on canoeing in Northern Ireland received by post or 35 Table 1 Average spend by type of trip 12 Table 2 Locations respondents choose to paddle at 18 Table 3 Evaluation of Northern Ireland as a canoeing destination by out of state respondents 19 Table 4 CANI Members awareness of cani.org.uk 31 5

6 Introduction Background Northern Ireland is known to be an excellent canoeing destination for paddlers with over 50 identified locations across the country used for various disciplines within canoeing. The activity of canoeing experienced a dramatic increase in the number of participants according to a research report on Trends in Outdoor Recreation ( ) published by Countryside Access and Activities Network (CAAN) in The report indicates that the number of participants tripled from 772 to 2600 during the research period. There is also anecdotal evidence that in recent year there has been an increase in tourist participation levels, which is thought to be in response to the development of 5 new Canoe Trails by CAAN. In November 2007, aligned with the development of the canoe trails, CAAN launched the website canoeni.com, with the aim of becoming the definitive source of paddling information for Northern Ireland. Whilst these recent developments in canoeing in Northern Ireland have been very positive and reassuring for all bodies involved in canoeing, there has been very little information collated directly from the canoeists to date. It is important to do primary research with paddlers to help shape the product development and marketing strategies. The need for information on paddlers has been recognised by CAAN, the Departure of Culture and Leisure (DCAL) and the Canoe Association Northern Ireland (CANI). For this reason CAAN was commissioned to undertake a survey to assess the consumer behaviour, and the volume and value of the sport. Objectives The research aims to provide comprehensive information on paddling that takes place on Northern Ireland s waters and on people who participate in paddling. The aims of the project include to be able to estimate the volume and value of canoeing in Northern Ireland to gain a higher level of understanding of paddlers profile and behaviour to gather information on paddlers perception of CANI to assess the impact of the development of the 5 Canoe Trails and CAAN s marketing activity. 6

7 Methodology Field research in the paddling context would have proven difficult as well as time consuming. Therefore in order to meet the aims and objectives of the project, an online survey was the most appropriate methodology. The survey was made accessible on two canoeing websites canoeni.com and cani.com for the most of the canoeing season of It went live on March 4 th 2009 and ceased on November 13 th However, responses were received exclusively from canoeni.com visitors. In order to increase awareness and participation level of the questionnaire, two e-zines were sent out to registered customers of the website canoeni.com, and participation was incentivised by a competition: on completion respondents were entered into a prize draw to win canoeing equipment, courtesy of I-Canoe. The canoeni.com e-zine is sent out to 1974 people from Northern Ireland and elsewhere of which 478 people (25%) filled out the questionnaire. (A copy of the questionnaire and table of results can be found in the Appendices.) The findings of the survey presented in this report are structured the following way: Profile of Respondents Paddling Trip and Experience CAAN Canoe Trails CANI Membership Paddling Information 7

8 Profile of Respondents Of those who responded to the questionnaire over two-thirds were male. The majority of were within the age group of year olds (57%). Figure 1 - Profile of Respondents Gender and Age Female 26.78% % % < % % Male 73.22% % % 1) Question in survey: What is your gender? What age band are you in? 2) n=478 In terms of place of residence, around 55% of all respondents came from Northern Ireland. Over a quarter (26%) lived in Great Britain and 17% in the Republic of Ireland. A further 2% stated to live outside of the British Isles, e.g. in Canada, Australia, United States, Germany and Italy. Figure 2 Place of residence of Respondents % Great Britain Northern Ireland Other Other Europe Republic of Ireland 1) Question in Survey: Where is your place of residence? 2) n=478 8

9 Paddling Trip and Experience In this section respondents were asked to give details on their trip, ie whether it included paddling reason behind their choice of paddling destination who accompanied them on their trip length of paddling trip average spend on trip location satisfaction with various aspects of canoeing future paddling plans Naturally in some cases questions had to be addressed separately to out of state respondents and to respondents from Northern Ireland. However when same question was asked regardless of place of residence results are presented together. Purpose of Visit to Northern Ireland by Out of State Visitors The majority of the out of state respondents (42%) stated that their main purpose to visit Northern Ireland was to have an outdoor holiday where they can be physically active. Another popular reason for coming to Northern Ireland was either to participate in an organised holiday (19%) or to visit friends or family (19%). Figure 3 Main Purpose to visit Northern Ireland % I came for an outdoor holiday where I can be physically active I came just to relax and get away from things I came on an I came to be with my organised holiday family/loved ones with friends or a group of like-minded people I came to explore the island of Ireland's sights and to find out about its culture I came to meet locals/new people 1) Question in Survey: What was the main purpose of your visit 2) n=36 9

10 On the question of whether out of state respondents have been on holiday in Northern Ireland where they took part in canoeing 35 people answered affirmatively which is 16% of all out of state respondents. For the reasons to choose Northern Ireland as canoeing destination three main reasons were given: Excellent canoeing facilities Family or friends are living in Northern Ireland Canoeing Competition Length and frequency of paddling trips Out of state In terms of the length of stay in Northern Ireland two-third of the out of stay respondents stated to have taken either short breaks (up to 3 nights 37%) or longer holidays (more than 3 nights 40%). There is a clear correlation between length of stay and place of residence. The vast majority of visitors from the Republic of Ireland chose to take a short break whilst those from Great Britain and elsewhere stayed longer in the country. Figure 4 Number of nights spent in Northern Ireland % Day trip only More than 7 1) Question in Survey: How many nights did you spend in Northern Ireland 2) n=35 Northern Ireland The majority of the Northern Irish paddlers (73%) tend to take day trips rather than short breaks. 10

11 Figure 5 Paddling trip Day Trip or Short Break Paddling Survey Report 2010 Both, Day trips and Short breaks 11.96% Primarily Short breaks 15.31% Primarily Day trips 72.73% 1) Question in Survey: On average do you tend to take part in a paddling trip as a day trip or short break? 2) n=209 3) multiple choice option With regard to frequency of paddling trips, respondents from Northern Ireland tend to take on an average 8.5 day trips and 3.1 short breaks in a year. Figure 6 Number of paddling day trips taken in a year % ) Question in Survey: How many days do you take per year? 2) n=174 11

12 Figure 7 Number of paddling short breaks taken in a year % ) Question in Survey: How many short breaks do you take per year? 2) n=56 Expenditure on a paddling trip Table 1 Average spend by type of trip 1 Length of stay Average Spend Out of State Visitors Paddlers from Northern Ireland Day trip Short break Holiday 342 N/A Average Out of State During their stay in Northern Ireland out of state visitors spent 231 on average. This figure includes accommodation but excludes the cost of travel to Northern Ireland. The level of average spending increases in direct ratio with the length of stay as shown in table above. 1 In attempt to establish an average level of spending whilst on a paddling trip the following formula was used: total of average spend x average number of day trips/short breaks number of respondents 12

13 Northern Ireland On average Northern Irish paddlers spend 58 which is considerably lower then the average spend by out of state visitors. The most significant difference in spend is on a day trip which can be explained with lower transport and subsistence costs for Northern Irish paddlers, as these day trips are likely to take place locally. Figure 8 Money spent whilst in Northern Ireland % < ) Question in Survey: How much money did you spend (including accommodation) in total during your stay in Northern Ireland (excluding costs to get to Northern Ireland) 2) n=33 13

14 Figure 9 Average money spent on a day trip % < ) Question in Survey: On average, for each day trip, how much money do you spend in total? 2) n=172 Figure 10 Average money spent on a short break % < ) Question in Survey: On average, for each short break, how much money do you spend (including accommodation) in total? 2) N=56 14

15 Companion on paddling trip All respondents were asked who they were accompanied by on their paddling trip. Regardless of where respondents came, from the majority (over one-third) stated that they paddled with friends. If not with their friends, out of state paddlers seem to prefer to go with a canoe club (19%), whilst the Northern Irish (22%) choose rather family members to accompany them on their trip. Figure 11 Company on paddling trip % Outside NI From NI From NI Nobody, I was on my own Partner Family Friends Canoe Club Other Outside NI 1) Question in Survey: Who did you travel with? 2) n=25 Paddling Experience in Northern Ireland The most popular discipline overall was flat water paddling. The second most preferred type was sea, with white water in third place. Broken down by place of residence however the figures show a significant difference. Out of state paddlers rated white water and surf as their second and third most popular type of paddling. Sea paddling was only ranked fourth. Respondents from Northern Ireland had more options to choose from in the questionnaire, such as polo, slalom, sprint and other. They were also asked whether they were taking part in competitions in any of the disciplines. None of the additional disciplines got a high response rate. With regard to competition, slalom had the strongest competitive element in proportion, however still on a quite low level in comparison to leisure paddling. 15

16 Figure 12 Type of paddling out of state respondents participated in whilst in Northern Ireland Number of respondents Flatwater Sea Whitewater Surf Other 1) Question in Survey: Whilst in Northern Ireland what type of paddling did you participate in? 2) n=35 3) multiple choice option Figure 13 Type of paddling respondents from Northern Ireland participated in Number of respondents Recreation Competition Flat water Sea White water Surf Polo Slalom Sprint Other 1) Question in Survey: In Northern Ireland what type of recreational/competitive paddling do you participate in? 2) n=264 3) multiple choice option 16

17 Where paddling takes place Paddlers were also asked to state where in Northern Ireland did they paddle. Based on their responses following the map was created in ArcGIS, which shows the level of usage by respondents. The thicker the water feature line the higher the level of usage. (For exact numbers see Table 2) Surfing The most popular surfing destination was the North Coast, more specifically White Rocks with 26 responses and Port Ballintrae with 14 responses. Other well-liked beaches were Benone, Castle Rock and West Strand. White water Within white water destinations 33 people stated to have paddled on the Upper Bann and 18 on the Blackwater River. The Rivers Mourne, Six Mile Water, Owenkillew and Roe seem to be attractive paddling locations as well. Sea The sea stretches at Belfast Lough (33) and the between Strangford and Newcastle (25) are paddled the most by the respondents, closely followed by the sections from Portavogie to Strangford and Portrush to Dunseverick. Flat water Based on this research, the most paddled stretches of water in Northern Ireland seem to be the five Canoe Trails on the Lough Erne (57), Lower Bann (47), Strangford Lough (39), Lough Neagh (37) and Blackwater (36). This supports the statement that flat water paddling is chosen above all canoeing disciplines. Figure 14 Map of Northern Ireland with paddling locations, where the width of the lines show the level of usage. 17

18 Table 2 Locations respondents choose to paddle at Paddling Survey Report 2010 Surf Paddled Benone 12 Castlerock 13 Portstewart Strand 3 Black Rock 6 West Strand 12 East Strand 10 White Rocks 26 Port Ballintrae 14 White Park Bay 6 Other Crawfordsburn, Bundoran, Bangor, Rossnowlagh, Donegal, Ballintoy, Ballycastle, From Ballintrae to Easkey 8 White Water Paddled River Roe 13 River Bush 4 Glendun River 2 River Main 8 Glenarm River 6 Six Mile Water 15 Annacloy River 9 Shimna River 3 White Water River 6 Upper Bann 33 River Blackwater 18 Ballinderry River 1 Ownekillew River 14 River Strule 2 Upper Derg 3 River Mourne 17 Glenelly River Other Boyne, Lagan, Ardeche Gorge, Benburb 8 Sea Paddled Lough Foyle 5 Downhill to Portrush 8 Portrush to Dunseverick 17 Rathlin Iland 5 Ballycastle to Cushendall 8 Cushendall to Larne 6 Larne to Whitehead 8 Belfast Lough 33 Bangor to Portavogie 19 Portavogie to Strangford 11 Strangford to Newcastle 25 Newcastle to Killkeel 11 Carlingford Lough 11 Other Donegal (2), Ballywalter, Scotland, Strangford Lough, Copelands Islands 7 Flat Water Paddled Blackwater Canoe Trail 36 Lower Bann Canoe Trail 47 Lough Erne Canoe Trail 57 Lough Neagh Canoe Trail 37 Strangford Lough Canoe Trail 39 Quoile Estuary 9 Lough Macn ean Upper and Lower 4 Other Castlewellan Lake (5), Lagan (10), Newry Canal (1), Caladonion Canal (1), Mulroy Bay Donegal (1), Lough Killyfole (2), Dun River (1), Lough Mucknoo (1), Donegal (1) 35 1) Question in Survey: Where did you paddle? Additional options when ticked White Water or Sea as follows White Water Which section did you paddle? Was the access to an adequate standard at start? Yes/No Was the egress to an adequate standard at finish? Yes/No Sea Was there adequate access/egress available? Yes/No (for detailed answers for above questions see appendix) 2) n=299 3) multiple choice option 18

19 Northern Ireland as a canoeing destination Paddling Survey Report 2010 Out of state paddlers were asked to rate Northern Ireland as a canoeing destination. With Excellent being 5 and Poor being 1, an overall score of 4.2 means that out of state respondents find the country Good as a canoeing destination. All respondents, out of state as well as from Northern Ireland were asked to rate certain aspects of canoeing in Northern Ireland. The best ratings were given to Ease of finding information in advance, Very informative websites and Very informative brochures. The lowest rank was given to the categories Easy to hire equipment and Other. None of the aspects were rated below average. Table 3 Evaluation of Northern Ireland as a canoeing destination by out of state respondents Grade Outside NI As a % Excellent Good Average Not very good Poor Grand

20 Figure 15 Evaluation of canoeing aspects in Northern Ireland Paddling Survey Report Ease of finding information in advance Very informative websites Very informative brochures Great access to water Easy to find accommodation along the route Easy to hire equipment Other Excellent Good Average Not very good Poor Canoeing Aspects Average Score Ease of finding information in advance Very informative websites Very informative brochures Great access to water Easy to find accommodation along route Easy to hire equipment Other ) Question in Survey: How would you rate the following aspects of canoeing in Northern Ireland? 2) n=299 Survey participants were asked to report what aspect of canoeing they felt needs most improvement. There were many positive responses; the following main categories were named in order of importance: Information on canoeing venues, facilities, events, clubs etc. Access to rivers, equipment and information Facilities (training venues pools, camping, car park, transport, toilet etc) Canoe hire Cleaner rivers Weather Several respondents also highlighted that the current White Water Guide needs improvement or a guide similar to the official Canoe Trail Guides should be produced for each river. It was also mentioned that events for beginners would be very helpful to encourage them to take up paddling. 20

21 A few paddlers mentioned that as canoe hire is dependent on having a three star qualification, this can leave some experienced paddlers from outside UK rather frustrated as they are unable to hire canoes. Such a restriction does not exist elsewhere. Future Paddling Plans The responses regarding future paddling plans supports the general positive attitude towards canoeing in Northern Ireland. The vast majority whether from Northern Ireland or from elsewhere intends to paddle in the country again. With regard to the type of paddling planned, responses show similar trends as the type of paddling already participated in - flat water, then sea and white water. Figure 16 Future paddling in Northern Ireland % Outside NI From NI No Yes, another time in future Yes, next year Yes, this year 1) Question in Survey: Do you plan to take part in more paddling in Northern Ireland in the future? 2) n=299 21

22 Figure 17 Type of paddling planned % Outside NI From NI Flat water Sea Surf White water Other 1) Question in Survey: What type of paddling do you intend to do? 2) n=299 22

23 CAAN Canoe Trails In this section questions were asked regarding the five canoe trails developed by CAAN. The five canoe trails are Lough Erne Canoe Trail launched in May 2005 Blackwater Canoe Trail launched in November 2007 Lower Bann Canoe Trail launched in February 2008 Lough Neagh Canoe Trail launched in May 2008 Strangford Lough Canoe Trail launched in July 2008 The aim of this section of the survey was to gather data on levels of usage of the trails, on what effect the development of the trails had on the area and on the users experience. As stated earlier in this report, all five Canoe Trails are the most used sections of waters in Northern Ireland with Lough Erne and Lower Bann being the most used ones and Blackwater the least used one. In terms of frequency, occasional ( less than once a month ) and first time users make up the majority of the users on all trails. The highest proportion of frequent paddlers, who would use the trails at least once a month, were on Strangford and Lough Erne. Figure 18 Frequency in using the canoe trails Blackwater Lough Neagh Strangford Less than once a month About once a month More than once a month First time using the trail Lower Bann Lough Erne ) Question in Survey: How often on average do you use the trails? 2) n=299 3) multiple choice option 23

24 The majority of the respondents use the trails for either a day or a half-day trip. Half of those who used the Lough Erne Trail however stayed at least for one night. This is due to the nature and length of the trail. Strangford Lough, although in smaller proportion, shows a similar trend. Figure 19 Length of time spent on the canoe trails Blackwater Lough Neagh Strangford About half a day About a full day 1-2 days more than 2 days Lower Bann Lough Erne ) Question in Survey: Approximately how much time do you spend on the trail each visit? 2) n=299 3) multiple choice option The responses regarding the effects of the trails were very positive. Almost 50% of respondents stated that they visit the area more frequently since the development of the canoe trail and the vast majority (85%) said that the trail enhanced their experience of the area. 91% wish to return to the trail again. 24

25 Figure 20 Change in frequency of visiting the area due development of trails Not applicable 10.16% About the same 37.50% More often 46.88% Don't know 5.47% 1) Question in Survey: As a result of the trail, do you visit the area 2) n=128 Figure 21 Enhanced experienced of the area due development of trails Don't know 8.06% Not applicable 4.03% No 3.23% Yes 84.68% 1) Question in Survey: Has the creation of the trail enhanced your experience of the area? 4) n=124 25

26 Official Canoe Trail Guide With the launch of the trails CAAN also published a guide for each trail, which includes information on access points, accommodation, canoe hire, points of interest etc. These guides are distributed at events and shows, to Tourist Information Centres and are also downloadable on canoeni.com. 63% of respondents stated to have used these guides whilst paddling on the trails. Figure 22 Use of the official canoe trail guides Don't know 7.87% No 29.13% Yes 62.99% 1) Question in Survey: Did you use the official canoe trail guides whilst paddling the trail? 2) n= 127 Figure 23 Eagerness to use the canoe trails again Don't know 7.14% No 1.59% Yes 91.27% 1) Question in Survey: Would you use the trail again? 2) n=126 26

27 When respondents were asked what they feel could be done to encourage them to return to the trails the following categories were named: enhanced facilities, such as camping, toilet, car park etc more events easier canoe hire guided tours weather at National Trust properties better guidance and clear information needed to find the canoe access points, and to whether cars and canoes can be taken right to the launch facilities along the Blackwater Canoe Trail several respondents highlighted issues around litter, vandalism and overhanging branches downloadable applications for mobile phones, such as tidal times should be made available Full details of answers are in Appendix 1. 27

28 The Canoe Association - CANI Paddling Survey Report 2010 The Canoe Association of Northern Ireland is the Northern Ireland division of the British Canoe Union (BCU) and is the governing body for canoeing in Northern Ireland. According to the report cited earlier in this report on Trends in Outdoor Recreation there are 22 canoe clubs affiliated to CANI. The organisation has approximately 500 full members and a further 250 affiliated members. The paddling survey gave CANI the opportunity to gather information directly from its members. 15% of respondents are members of CANI and 16% are members of a CANI Club. This accounted for a total of 58 respondents. Not everyone who is a member of a CANI Club becomes member of CANI. Figure 24 Member of CANI Yes 14.67% No 85.33% 1) Question in Survey: Are you a member of CANI? 2) n=259 (Only respondents from NI) 28

29 Figure 25 Member of a CANI Club Yes 16.41% No 83.59% 1) Question in Survey: Are you a member of a CANI club? 2) n=256 (only respondents from NI) CANI members and CANI Club members have a similar demographic profile to the overall respondents of the questionnaire. Three-quarter of CANI members are male and 44% are within the age group of However the profile is slightly older with nearly 30% of CANI members in the age group 45-55, which strongly contrasts to the overall results of the questionnaire (17%). Figure 26 Profile of CANI members or CANI Club members Female 24% % 55+ 5% < 16 5% % Male 76% % % 1) Question in Survey: What is your gender? What age band are you in? 2) n=256 29

30 CANI asked its members what improvements it could make do for their members. The responses to this open ended question can be grouped into following categories (in order of importance): 1) Courses 2) Information 3) Development 4) Events 5) Advice 6) Competition Figure 27 Improvement CANI could implement for it s members Competitions Advice Events Development Information Courses ) Question in Survey: What improvement could canoe association for ni make for its members? 2) n=256 When asked whether respondents were aware of CANI s website, cani.org.uk over half of all respondents (CANI and non CANI members) stated to have heard of or used it at least once. When looking at the responses of CANI Members, the majority (81%) have used the website at least once. 30

31 Figure 28 Awareness of CANI s website, cani.org.uk Paddling Survey Report % I have visited it a few times I have, but I have never visited it I use it regularly No 1) Question in Survey: Have you heard of cani.org.uk? 2) n=429 Table 4 CANI Members awareness of cani.org.uk I have visited it a few times 24 I have, but I have never visited it 5 I use it regularly 23 No 2 Grand 54 1) Question in Survey: Have you heard of cani.org.uk? 2) n=54 31

32 Paddling Information The aim of this section was to find out what sources of information paddlers use when planning a paddling trip and whether they are aware of CAAN s various marketing activities. The vast majority of respondents tend to use the internet to find out about paddling in Northern Ireland and within that CAAN s website, canoeni.com was the most popular destination. Further websites such as discovernorthernireland.com and cani.com are also well-used. Since the survey was conducted on canoeni.com and cani.com a high proportion in level of usage of these websites is to be expected. On the other hand it is also reassuring that canoeni.com since its launch has become the definitive source of information for canoeists. In relatively small communities with special interests like the paddling community the importance of insider knowledge is very high. This is also shown in the responses, where Word of mouth was named as second most important source of information for paddling. CAAN s canoeing publications such as the Canoe Northern Ireland brochure or the official canoe trail guides are broadly used by paddlers. The categories Shows and Events, Magazines and Newspapers and Publications are at the lower end of the scale. For Shows and Events, this is not surprising given that there are no dedicated shows for canoeists. With regard to Shows and Events however visitors to the CAAN stand may receive information on paddling subsequent to the event or show if they submitted their information. When looking at responses given by paddlers form outside Northern Ireland there are slight differences to the overall results. The importance of the internet and Word of mouth is similar in proportion, however not all CAAN publications are used equally. The trail guides for the Blackwater and Strangford Lough are the least used by out of state paddlers, while the Lower Bann and Lough Neagh guides are noticeably more used. The Canoe Northern Ireland brochure is the most used CAAN publication by paddlers from outside the country. It is interesting that Tourist Information Centres are not as well used in proportion by paddlers from outside Northern Ireland as one would suggest. This is probably because trips are already planned in advance. On the other hand a low proportion in the usage of the CANI website as the source of information by out of state paddlers is understandable. 32

33 Figure 29 Sources of information used to plan paddling trip in Northern Ireland Shows and Events Other Magazines and Newspapers Publications/Guide books Adventure Northern Ireland other websites Tourist Information Centres Blackwater Canoe Trail Guide Lough Neagh Canoe Trail Guide Lower Bann Canoe Trail Guide Canoe Northern Ireland Lough Erne Canoe Trail Guide Strangford Canoe Trail Guide cani.org.uk discovernorthernireland.com Word of mouth canoeni.com From NI Outside NI ) Question in Survey: What sources of information did you use to plan your paddling trips in Northern Ireland? 2) n=299 3) multiple choice option Most survey participants (65%) have encountered canoeni.com for the first time through a search on the internet or through other websites. 13% of respondents stated to have heard first of the website at an Event or Show or from Brochure. Most brochures are distributed at events and shows therefore responses to these categories can be merged. 33

34 Figure 30 First encounter with the canoeni.com website % Another website Brochure Event or show Other Search on Internet Tourist Information Centre 1) Question in Survey: Where did you first hear about canoeni.com? 2) n=381 30% of respondents are in possession of the Canoe Northern Ireland brochure while all other trail guides are owned by around 20% of respondents. This is in line with the sources of paddling information. 34

35 Figure 31 In possession of canoeing brochure Paddling Survey Report % 80% 60% 40% Don't know % No % Yes % 20% 0% Canoe Northern Ireland Brochure Lough Neagh Lower Bann Canoe Canoe Trail Guide Trail Guide Strangford Canoe Trail Guide Blackwater Canoe Trail Guide Lough Erne Canoe Trail Guide 1) Question in Survey: Do you have a copy of the following brochures? 2) Canoe Northern Ireland Brochure n=387 Lough Neagh Canoe Trail Guide n=367 Lower Bann Canoe Trail Guide n=361 Strangford Lough Canoe Trail Guide n=372 Blackwater Canoe Trail Guide n=364 Lough Erne Canoe Trail Guide n=374 Figure 32 Information on canoeing in Northern Ireland received by post or 100% 90% 80% 70% 60% 50% No % Yes % 40% 30% 20% 10% 0% Post 1) Question in Survey: Do you recall receiving information on canoeing in Northern Ireland from canoeni.com by post or ? 2) Post n=213 n=216 35

36 Next Steps The aim of the survey was to gather baseline information on paddling that takes place on Northern Ireland s waters. Based on the results of the survey the following points should be considered in future product development and marketing plans. Most people stated that they go paddling either with Friends, Family members or Partner, therefore CAAN s marketing activity should focus on these groups. The vast majority of Northern Irish respondents and those from the Republic of Ireland tend to go paddling as a day trip, however enhanced facilities such as camping along the trails would encourage people to stay longer. Flat water paddling is the most popular type of paddling and sea is the second. CAAN s current project, to develop the three coastal canoe trails is therefore very relevant. Finding information on canoeing venues, facilities, events is still an issue for some. This should be focused on by CAAN s marketing team. There is a need for more facilities that would accommodate canoeists. Camping facilities were most mentioned followed by toilets and secure car parking. The procedure of hiring canoe equipment should possibly be revised as it makes it difficult for experienced canoeists from outside Great Britain to take part in canoeing whilst in the country. The cleanliness of the waterways seems to be a general issue pointed out by many, which should be addressed. The five Canoe Trails enjoy a high level of usage and satisfaction, however the Blackwater Canoe Trail needs more attention with regard to safety, cleanliness, and facilities. The latter is being currently addressed by CAAN with the potential development of a campsite. It was suggested that more events should be organised in connection with the canoe trails. CANI members suggest that the organisation should make most improvement on courses, information, development and events. 36

37 Appendix 1 - Survey and Results Paddling Survey Report 2010 Q1 WHAT IS YOUR GENDER Q1 Female Male Grand Q2 WHAT AGE BAND ARE YOU IN Q2 < Grand Q3 WHERE IS YOUR PLACE OF RESIDENCE Q3_2 Q3 Great Britain Great Britain 123 Northern Ireland Northern Ireland 264 Other 8 Other Europe 2 Republic of Ireland Republic of Ireland 81 Grand 478 Q4 HAVE YOU EVER BEEN ON HOLIDAY IN NI WHERE YOU TOOK PART IN CANOEING AS PART OF YOUR VISIT Q4 No Yes, more than once Yes, once Grand Q4a WHY DID YOU CHOOSE NORTHERN IRELAND AS YOUR CANOEING DESTINATION? A competition was being run here/ as it s a bank holiday in the south and will be quiter in the north/ Beautiful country/ Canoe polo competition/ club intervarsities/ excellent facilities/ Familiy and friends from NI/ Good revers, good canoe trails and wwell kept natural spaces/ Good service provider/ good surf/ living in England but home frequently/ lived in the country for 25 yrs/ kayak surfing/ kayaking on the blackwater river, great strech of water, loads to do, easy to spend a day there/ Proximity to where I live/ Rivers that I had never done before/ to complete the Lough Neagh and Lower Bann Canoe Trails Q5 WHO DID YOU TRAVEL WITH Q5_2 Q5 Canoe Club Canoe Club 7 Family Family 6 Friends Friends 13 Nobody, I was on my own Nobody, I was on my own 5 Other Other: Family, friends and canoe club 1 Other: polo team 1 Partner Partner 4 Grand 37 Q6 HOW MANY NIGHTS DID YOU SPEND IN NI Q Day trip only 8 More than 7 9 Grand 35 37

38 Q7 WHAT WAS THE MAIN PURPOSE OF YOUR VISIT Q7 I came for an outdoor holiday where I can be physically active 15 I came just to relax and get away from things 3 I came on an organised holiday with friends or a group of likeminded people 7 I came to be with my family/loved ones 7 I came to explore the island of Ireland's sights and to find out about its culture 3 I came to meet locals/new people 1 Grand 36 Q8 WHILST IN NI WHAT TYPE OF PADDLING DID YOU PARTICIPATE IN Flatwater 17 Sea 6 Surf 12 Whitewater 15 Other 5 55 Q10 AND Q28 WHERE DID YOU PADDLE Paddled Surf Benone 12 Castlerock 13 Portstewart Strand 3 Black Rock 6 West Strand 12 East Strand 10 White Rocks 26 Port Ballintrae 14 White Park Bay 6 Crawfordsburn, Bundoran, Bangor, Rossnowlagh, Donegal, Ballintoy, Ballycastle, From Other (budoran) 8 Ballintrae to Easkey White Water River Roe 13 River Bush 4 Glendun River 2 River Main 8 Glenarm River 6 Six Mile Water 15 Annacloy River 9 Shimna River 3 White Water River 6 Upper Bann 33 River Blackwater 18 Ballinderry River 1 Ownekillew River 14 River Strule 2 Upper Derg 3 River Mourne 17 Glenelly River Boyne, Lagan, Ardeche Gorge, Other 8 Benburb Sea Lough Foyle 5 Downhill to Portrush 8 Portrush to Dunseverick 17 Rathlin Iland 5 Ballycastle to Cushendall 8 Cushendall to Larne 6 Larne to Whitehead 8 Belfast Lough 33 Bangor to Portavogie 19 Portavogie to Strangford 11 Strangford to Newcastle 25 Newcastle to Killkeel 11 Carlingford Lough 11 Donegal (2), Ballywalter, Scotland, Strangford Lough, Other 7 Copelands Islands Flat Water Blackwater Canoe Trail 36 Lower Bann Canoe Trail 47 Lough Erne Canoe Trail 57 Lough Neagh Canoe Trail 37 Strangford Lough Canoe Trail 39 Quoile Estuary 9 Lough Macn ean Upper and Lower 4 Castlewellan Lake (5), Lagan (10), Newry Canal (1), Caladonion Canal (1), Mulroy Bay Donegal (1), Lough Killyfole (2), Dun River (1), Lough Mucknoo (1), Other 35 Donegal (1) 38

39 Q11 HOW OFTEN, ON AVERAGE DO YOU USE THE TRAILS Less than once a month About once a month More than once First time using the trail Other Blackwater Lower Bann 2 3 Lough Erne 2 3 Lough Neagh 1 2 Strangford 1 1 Q12 APPROXIMATELY HOW MUCH TIME DO YOU SPEND ON THE TRAIL EACH VISIT About half a day About a full day 1-2 days more than 2 days Other Blackwater 2 2 Lower Bann Lough Erne 3 1 Lough Neagh 1 1 Strangford 1 Q13 AS A RESULT OF THE TRAIL, DO YOU VISIT THE AREA Q13 About the same 2 Don't know 1 More often 4 Not applicable 2 Grand 9 Q14 HAS THE CREATION OF THE TRAIL ENHANCED YOUR EXPERIENCE OF THE AREA Q14 Not applicable 1 Yes 7 Grand 8 Q15 DID YOU USE THE OFFICIAL CANOE TRAIL GUIDES WHILST PADDLING THE TRAIL Q15 Don't know 2 No 4 Yes 3 Grand 9 Q16 WOULD YOU USE THE TRAIL AGAIN Q16 Yes 9 Grand 9 Q17 WHAT COULD BE DONE TO ENCOURAGE YOU TO RETURN TO THE TRAIL Nothing/ Better weather/ more camping spots (rough camping)/ local places to take / reduce amount of cruisers Q18 HOW WOULD YOU RATE NI AS A CANOEING DESTINATION Q18 Average 1 Excellent 8 Good 22 Grand 31 Q19 WHAT SOURCES OF INFORMATION DID YOU USE TO PLAN YOUR PADDLING TRIPS IN NI Internet discovernorthernireland.com 8 canoeni.com 14 cani.org.uk 2 other websites 7 Publications/Guide books 2 Brochures Adventure Northern Ireland 3 Canoe Northern Ireland 4 Lough Neagh Canoe Trail Guide 3 Lower Bann Canoe Trail Guide 3 Strangford Canoe Trail Guide 1 Blackwater Canoe Trail Guide 2 Lough Erne Canoe Trail Guide 4 Tourist Information Centres 2 Shows and Events 2 Magazines and Newspapers Word of mouth 13 Other 1 39

40 Q20 HOW WOULD YOU RATE THE FOLLOWING ASPECTS OF CANOEING IN NI Excellent Good Average Not very good Poor Ease of finding information in advance Easy to hire equipment Easy to find accomodoation along the route very informative websites Very inforamtive brochures Great access to water Other 1 Q21WHAT ASPECT OF CANOEING IN ni NEEDS MOST IMPROVEMENT Brochure distribution/ the Irish Whitewater Guide/ Accomodation/ Food/ The weather/ More raind and surf/ it's all good Q22 HOW MUCH MONEY DID YOU SPEND (INCLUDING ACCOMODATION) IN TOTAL DURING YOUR STAY IN NI? (EXCLUDING COSTS TO GET TO NI) Q22 < Grand 33 Q23 DO YOU PLAN TO TAKE PART IN MORE PADDLING IN NI IN THE FUTURE Q23 Yes, another time in future 10 Yes, next year 1 Yes, this year 20 Grand 31 Q24 WHAT TYPE OF PADDLING DO YOU INTEND TO DO Flat water 15 Sea 10 Surf 9 White water 15 Other 3 TOTAL 52 Q25 ARE YOU A MEMBER OF CANI Q25 No 221 Yes 38 Grand 259 Q26 ARE YOU A MEMBER OF A CANI CLUB Q26 No 214 Yes 42 Grand 256 Q27 IN NI WHAT TYPE OF RECREATIONAL/COMPETITIVE PADDLING DO YOU PARTICIPATE IN Recreation Competition White water 64 6 Sea 122 Flat water Surf 40 3 Polo 11 3 Slalom 8 8 Sprint 4 Other 5 Q28 SEE ABOVE Q29 HOW OFTEN ON AVERAGE DO YOU USE THE TRAILS Less than once a month About once a month More than once First time using the trail Other Blackwater Lower Bann Lough Erne Lough Neagh Strangford Q30 APPROXIMATELY HOW MUCH TIME DO YOU SPEND ON THE TRAIL EACH VISIT About half a day About a full day 1-2 days more than 2 days Other Blackwater Lower Bann Lough Erne Lough Neagh Strangford

41 Q31 AS A RESULT OF THE TRAIL, DO YOU VISIT THE AREA Q31 About the same 46 Don't know 6 More often 56 Not applicable 11 Grand 119 Q32 HAS THE CREATION OF THE TRAIL ENHANCED YOUR EXPERIENCE OF THE AREA Q32 Don't know 10 No 4 Not applicable 4 Yes 98 Grand 116 Q33 DID YOU USE THE OFFICIAL CANOE TRAIL GUIDES WHILST PADDLING THE TRAIL Q33 Don't know 8 No 33 Yes 77 Grand 118 Q34 WOULD YOU USE THE TRAIL AGAIN Q34 Don't know 9 No 2 Yes 106 Grand 117 Q35 WHAT COULD BE DONE TO ENCOURAGE YOU TO RETURN TO THE TRAIL The upper black water trail needs attention immediately. I The trail are excellent. I am particularly canoed the full length of the trail on 9/8/09 and would be fond of Lough Erne as i spent a lot of embarrassed to take a visitor to the top section. Between time boating there as a child. The trail Benburb and Blackwater the river was full of farm and allows me to go back and relax there. individuals rubbish, including drums, sacks and an armchair. The car park at Benburb had been vandalised and the bins had obviously not been emptied for a considerable length of time. This was all such a pity as i really enjoyed the trail but was left sour taste by the state of it. I would certainly give up my time to help do a clean up. toilet facilities Warmer sunnier weather!!! As far as Canoe NI is concerned the trails are a good development We have had our canoe for about 4 yrs now. the past two years when we have had time off work the weather hasn't been great. Glad to see the existence of these trails now and we intend to get out more and use them. The only thing that prevents me from not returning more ofter is time!!! and other commitme nts. We were on the Blackwater two weeks ago in an Old Time Canadian canoe. We put in at Maydown Bridge but found that there was a big problem with overhanging branches on the section where the stream splits. We followed the main stream here and we capsized on this section after hitting a particularly strong bough across the stream. The river level was high and fast flowing after a lot of rain but is there any chance of getting some of the branches on this section cleared? We'd think twice about canoeing this section again as it is now. Nothing Nothing - I'm fully aware of the trails, but believe that NITB should promote them more Not sure as i havent used one but now that i know they are there, i will use them. Nothing - 'though it's not always evident at NT properties eg. Castleward and Argory if you're allowed to take the car and canoe to the launch area. Provide facilities not just signposts - eg, low jetties and regular shelters containing toilets and water taps Apps for mobile phones, possible tide times etc would be marvelous. A breakdown of the Maps with detailed Trails within each of the areas on strangford Lough and corresponding other areas for Kayaking. better camping facilities, more camping facilities. better toilet facilities and more of them. Better local facilities, i.e. food, camping, etc Better Weather :) some of the access points on the blackwater were unaccessable more campsites Give better access to equipment for hire. I paddle regularly clean up the backwater, its minging with friends from England and Europe who are very experienced but don't posses the three star test. To have this as a requirement from hire companies is a farce as it is not a requirement in other parts of Europe. I have a lot of friends who paddlw who wil not consider NI because of such limitations. If more official camp sites were available with facilities, this would encourage additional visits with more paddlers in group. More organised trips or contact details of local clubs and their particular interests Have more events on the trails, work with the university canoe clubs more More camping points along the Blackwater trail. Better guidance at NT properties eg. Argory and Castle Ward Better weather! clear some of the overhanging trees guided journey, MORE EXPERIENCE Better guidance Advertised organised at NT events ie Treasure properties eg. Hunts?? Argory and Castle Ward camping sites canoe hire for longer stays Clean up lough neagh It's great. The only extra incentive would be better weather! more get out points- there was nowhere between verners bridge and maghery Good weather!! More (rough) camping sites and better access points in certain areas (such as the North end of Strangford) more organised events a new kayak! :) Cheaper canoe hire. greater access to affordable coaching/r iver leadersip qualificatio ns More access points on the east shore of Lough Neagh more accomoda tion/camp sites in vicinity of trails 41

42 Q36 ON AVERAGE DO YOU TEND TO TAKE PART IN A PADDLING TRIP AS Q36 Day trip 152 Day trip, Short break 25 Short break 32 Grand 209 Q36a1 HOW MANY DAYS DO YOU TAKE PER YEAR Q36a Grand 174 Q36a2 ON AVERAGE, FOR EACH DAY TRIP, HOW MUCH MONEY DO YOU SPEND IN TOTAL Q36a2 < Grand 172 Q36b1 HOW MANY SHORT BREAKS DO YOU TAKE PER YEAR Q36b Grand 56 Q36b2 ON AVERAGE, FOR EACH SHORT BREAK, HOW MUCH MONEY DO YOU SPEND (INCLUDING ACCOMODATION) IN TOTAL Q36b2 < Grand 56 Q37 AND WHO DO YOU USUALLY GO WITH Q37_2 Q37 Nobody, I was on my own Nobody, I was on my own 22 Partner Partner 34 Family Family 49 Friends Friends 80 Canoe Club Canoe Club 25 Other Other 2 Other: Arclinis Outdoor Adventure 1 Other: Leading groups as a job 1 Other: LNBHA 1 Other: mobile team adventure 2 Other: sailing club members 1 Other: school group 1 Other: Scouts 2 Grand 221 Q39 WHAT SOURCES OF INFORMATION DID YOU USE TO PLAN YOUR PADDLING TRIPS IN NI Internet discovernorthernireland.com 58 canoeni.com 129 cani.org.uk 47 other websites 18 Publications/Guide books 7 Brochures Adventure Northern Ireland 13 Canoe Northern Ireland 42 Lough Neagh Canoe Trail Guide 29 Lower Bann Canoe Trail Guide 41 Strangford Canoe Trail Guide 44 Blackwater Canoe Trail Guide 29 Lough Erne Canoe Trail Guide 43 Tourist Information Centres 19 Shows and Events 3 Magazines and Newspapers 7 Word of mouth 83 Other 6 42